A Research On Integrated Marketing Communication Of Sports IP In The Age Of ‘internet Plus'

With the strategy of "Internet plus" put forward,Sports IP,a most popular and dynamic element in the field of sports industry.,evolved to be a pioneer of sports industry development facilitated greatly by the government of China.Sports IP is a call in the way of popular culture,in which we can only get inside and find the essence and characteristics of itself,hardly can we do this just by interpreting it literally.Meanwhile,mastering the the essence and characteristics of Sports IP is the foundation to implement its development.In addition,which marketing communication theory should be applied to Sports IP could be another question.Actually,the choose of marketing communication theory should take the era background and the object of marketing communication.On account of an ambiguous concept and inaccurate understanding of characteristics of Sports IP,the researches on the option of marketing communication theory for it does not draw much attention from scholars and the integral operation is also a lack of theoretical models.With the method of documentation,this thesis aims to achieve the following goals:Firstly,it will clarify the meaning of "Internet plus",as well as its impact on marketing communication theory,especially on the integrated marketing communication theory,that is,producing process of "4I " marketing principle.Secondly,under the marketing principle of "4I",it will use the classification of sports products in sports marketing and the related documents of intellectual property to expound the concept and characteristics of sports IP.After a comprehensive master of sports IP,this thesis proposes a "4I"-principle-based strategy of integrated marketing communication for sports IP,and points out the existing problems in the current operation of sports IP in China.Finally,the thesis provides two successful cases.Therefore,this study draws the following conclusions: The Internet plus era has given birth to the 4I marketing principle based on integrated marketing communication.The essence of sports IP is sports products.The main categories are sporting events IP and sports star(or team)IP,whose main characteristics are strong cultural attributes,strong interactions,wide ranging interests,resources and their strong integration,and the head effect.The public signal of sports events is a manifestation of the media products of sports IP cultural attributes and is the key link and breakthrough of sports IP operation.The mode of operation of Sports IP should be based on the 4I marketing principles of fun,individuality,interaction and profit.Specific solutions should be set in the direction of event content broadcasting,value chain integrity,social media and sports IP long-tail aggregator.The case of CBA's operation made by Infront company revealed the specific measures that CBA should take on the basis of 4I marketing principles,mainly including building a communication and marketing platform based on the principle of profit,turning around losses into profits,raising and safeguarding the common signal production security of events.They should strengthen the development of events to increase the depth of interaction,promote the depth and breadth of CBA's brand personality through a strategy of promoting the distribution of copyrighted material and building the brands of events;clarify the sports star(or team)IPs such as Maria Sharapova through IMG(International Management Group).Different parts of the complete value chain should focus on specific principles.Based on the principle of taste,production and sales and marketing links clarify the IP value,the external supplier links based on the interactive principle confirm the IP value again,the internal operation links based on the principle of personality ensure the formation of the IP brand and the external activities based on the principle of profit ensure the realization of cashing in valuable intellectual property.